How to Get Your Customers to Contribute to Your Content

We all know in the B2B world customers are important; they cut the checks after all. But, have you thought about how important they are to the rest of your business, beyond generating revenue?

As a vendor to a B2B customer, you have the ability to make someone’s career. They depend on your product or service to do their job. What you provide can make them a superstar in their organization – or in the job market. That’s a pretty sacred relationship!

There is a natural, mutual incentive for buyers and suppliers to work together and help each other out.  Customers have the potential to do great things, working as partners with you, that can in turn drive more business and deliver a competitive edge.

So how do you begin?

One of the best places to start is a cornerstone of any modern B2B marketing program: content marketing.

Content Marketing Is Working

Nowadays you see blogs everywhere. And for good reason, just look at some of the top statistics for content marketing in B2B companies:

  • B2B companies with blogs generate 67% more leads per month on average than non-blogging firms.

  • Blogs give websites 434% more indexed pages and 97% more indexed links.

  • 61% of consumers say they trust a company that blogs more than one that doesn’t, and will most likely buy from the company that blogs

Tapping into Your Customers for Better Content

But, what many companies don’t typically do is highlight their customers and their stories. Yeah – I know – case studies have been B2B marketing mainstay for generations, but I’m not talking about those dry, vendor-focused PDFs.

Your customers have amazing insights into the events and trends in their industries, and conveying those as part of your content marketing strategy should be a critical part of your thought leadership strategy – and not coincidentally, of their thought leadership strategy as well.

A full 25% of your content should be coming straight from your customers. That means including the following in your content:

  • stories and accomplishments

  • opinions and commentaries

  • reactions to news

  • summaries of local and national events

  • casual surveys

  • in-depth interviews

  • “hero” spotlights

The key to being successful here is to avoid promoting your services or tools. Don’t ask them to tell them how great you are and slap it into a blog post. Instead, make the customer the hero of the story. Full stop. You take the role of the mentor.

Still Confused?

Attend our interactive webinar: Getting Your Customer to Produce More Content.

Tuesday, March 11

1:30pm EST

Click Here to Register

Join us and others involved in content marketing to get to the root of the whole thing: how to generate some love from your customer.

In our 30 minute webinar we will cover:

  • How to get through to buyers who are flooded with crap content

  • Techniques for building relationships and enthusiasm among happy customers

  • Finding win-win approaches that turn loyal customers into active advocates

For any questions feel free to email Brian at


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